Media contact in the era of traditional media

The so-called "micro-news" refers to the news activities that everyone can participate in from organization, production to release and diffusion with Weibo as a tool and platform. In recent years, Weibo has quickly become an important platform for news dissemination with its explosive development speed and distinctive characteristics of openness, decentralization, grassroots and immediacy. Statistics show that as of June 20 12, the number of users in Weibo in China has reached more than 270 million, accounting for 50.9% of the total number of netizens in China. It can be said that the widespread use of Weibo has opened an era of "micro-news", which not only greatly changed people's lifestyle, but also brought great impact and challenge to traditional media represented by newspapers, radio and television.

First, the impact and challenges faced by traditional media

As a brand-new information dissemination platform and carrier, Weibo has shown a strong development momentum since its birth, posing a severe challenge to the survival and development of traditional media.

(A) the dominant position of traditional media discourse has been further weakened.

Grassroots, interactivity and subjectivity are three remarkable characteristics of micro-news. Compared with the traditional media, first of all, the editors and publishers of news information in Weibo are no longer professional journalists, but every individual citizen who has publishing tools such as the Internet and mobile phones, and everyone can be a news publisher. Secondly, netizens can independently publish, gather and discuss news topics that they are interested in through Weibo, and participate in news topics. Everyone can become a news participant. Third, Weibo's choice of content and the expression of opinions are often subjective, and this kind of news full of "human touch" is more likely to arouse people's * * * and influence people's value judgment. Therefore, the development of micro-news has greatly weakened the long-standing discourse dominance of traditional media.

(2) The immediacy of traditional media news reports has been completely surpassed.

Novelty is the life of news reporting. Micro-news has the characteristics of low publishing threshold and simple and fast operation. Netizens can publish information at any time and anywhere according to what they see and hear, which further expands the source channels of online news and enhances the immediacy of news dissemination. On the "newness" of news, it has distinct advantages over traditional media. According to the survey, 20 1 1, Sina Weibo ranked fourth in its ability to detonate online public opinion (reporting online public opinion events for the first time). Micro-news is becoming one of the most important news publishing platforms and online public opinion fields because of its real-time characteristics.

(C) The information dissemination space of traditional media has been further compressed

In the development trend of Internet in the first half of 20 12, a remarkable feature is the huge number of mobile phone users in Weibo. The number of users increased from 20 11370,000 at the end of the year to1700,000, with an increase rate of 24.2%. With its flexibility, portability and operability, mobile phones have gradually become an important communication carrier in Weibo. The mobile phone Weibo enables netizens to browse and receive all kinds of information anytime and anywhere, which further improves the coverage of news dissemination and deeply meets people's simple and fast reading habits and social needs. Netizens, especially the new generation of post-80s audience, no longer have the patience to read newspapers and listen to radio, or even watch TV as the main way to receive information, but concentrate on using mobile phones. The channels, space and audience of traditional media have been further reduced.

Second, traditional media should adopt coping strategies.

Challenges and opportunities always go hand in hand. The development of micro-news brings challenges and difficulties to traditional media, but also brings enlightenment and opportunities.

(1) Fully tap and develop their own advantages and characteristics.

There is a big gap between traditional media and Weibo in the immediacy, rapidity, participation and interactivity of news dissemination. The traditional media is more professional, more authoritative and more capable of information integration and editing, and its news reports are more comprehensive, deeper and more sustained than Weibo news. Therefore, we must give full play to our own advantages and characteristics, insist on dislocation competition, strengthen the ability of integrating reports, work hard on the professionalism, comprehensiveness, continuity and profundity of news reports, and strive to export more valuable, thoughtful and in-depth high-quality content to this information-exploding society. Only in this way can we stand in the fierce competition.

(B) actively learn from the reasonable factors of micro-news.

Different from micro-news, which has a distinct emotional tendency, is keen on reporting negative news and easily causes controversy and discussion, traditional media are often cautious in news reporting, especially negative news reporting, which reduces people's acceptance of news and sometimes even greatly reduces the credibility of news itself. Therefore, while adhering to the basic principles of authenticity and objectivity, traditional media should bravely learn from the reasonable factors of micro-news, actively innovate news reporting methods, strive to show the multifaceted nature of events in news reports, enhance the interaction between news reports and readers, and strive to transform readers and audiences from a single audience group into participants and thinkers of news events, so as to realize propaganda and guidance and distinguish between true and false in debates.

(3) Efforts should be made to promote the integration and integration with Weibo communication.

Weibo and traditional media have their own advantages in news dissemination. Although both of them have certain limitations, they are highly complementary. Therefore, promoting the integration of Weibo communication and traditional media will surely become an important trend of media development in the future. At present, many traditional media have set up special Weibo pages and columns to enhance their interaction with readers, and many well-known journalists, presenters and other journalists have also set up personal Weibo. According to statistics, 3350 traditional media organizations have established official Weibo on Sina Weibo. Therefore, traditional media should actively explore new channels of mutual integration between themselves and Weibo, find the best point of convergence between them, realize the mutual complement and promotion of them, and promote their continuous change and development.

(Author: Zhoukou TV Station)